TravelSupermarket's New Year ads tell you to 'holiday like a German'

The first of two spots, which breaks on 6 January, plays on research that suggests Germans are more efficient holidaymakers than Brits.

The ad introduces Nico, who is shown sunbathing and standing on his head. Nico promotes the new TravelSupermarket web site that is supposed to make the holiday planning process easier. The site includes a new tool, My Suitcase, which allows customers to store and share searches.

The second ad, which launches on 14 January, shows Nico parachuting onto a beach and claiming a sun bed with a well-aimed towel throw before he has reached the ground.

The campaign, created by The Corner, was copywritten by Tom Prendergast and art directed by Joe Stamp. It was directed by Andreas Nilsson through Biscuit, while MediaCom handled the media planning and buying.

Darren Bentley, the marketing director at TravelSupermarket, said: "Using Nico’s character is a light-hearted way to promote our new website’s planning tools, and a celebration of the organisation and precision for which our German friends are known."